Page 55 - MARKETING & PUBLIC RELATIONS EBOOK IC88

1. The Government has started the Mission Antyodaya, a process for participatory planning,
beginning at the village panchayat level, feeding into the block level plans, which then enrich the
district level plans. The target of Mission Antyodaya is to address multi dimensional poverty in
lock-step with four major programmes, the National Rural Livelihood Mission, the Deen Dayal
Upadhyaya Grameen Kaushalya Yojana, the National Social Assistance Programme and the
Indira Awaas Yojana.

2. Another programme of the Government of India is ratted Nay Katnana Inch and is meant to
study various innovations and submit reports to improve rural areas at various levels such as
governance, agriculture and hygiene. This wilt also monitor the progress of various programmes
of development in the rural areas.

3. On 1st May 2016, the Government launched the Pradhan Mantri Ujjwala Yojana that would
provide 5 crore women with LPG cylinders. This will reduce pollution, within the homes and
outside, as well as improve the health of the housewives and rural population in general.

4. There are also programmes for speedier implementation of infrastructure in the rural areas,
through construction of roads and provision of electricity. It is expected that by March 2017,
every village in the country would have electricity. This would enable the establishment of
industries, resulting in opportunities for employment outside the agricultural sector. Not only
would the market pote- tiai grow several fold, but access to that market would become easier.

5. There are also programmes to improve efficiency in agriculture (through better knowledge and
credit) and for marketing of agriculture produce, through unified agricultural marketing scheme
creating a common marketing platform in wholesale markets. Inaugurated on 14th April 2016,
the National Agricultural Market (NAM), is an electronic trading portal, which will connect 21
wholesale agricultural markets (mandis) in 8 states immediately and 585 mandis in India by
March 2018. The farmer will be able to know the prevailing process in all these mandis and sell
at the place of his choice.

6. The Pradhan Mantri Sinchayee Yojana has planned an outlay of ? 50000 crores over the next 5
years till 2020 to provide irrigation to every village in India, by converging various ongoing
irrigation schemes into a single focussed programme. Of the total of 141 million hectares of net
cultivable area, only 46% is covered with irrigation.

7. A Scheme for Promotion of Innovation in Rural Industry and Entrepreneurship' (ASPIRE) will
create a network of technology centres and incubation centres to promote start ups and
accelerate entrepreneurship in the agro industry.

8. The Government of India had provided 850 crores in the budget for 2016-17, for setting up a
National Genomic Centre for promoting advanced breeding technology, as part of the
programme on improved animal husbandry.

9. The Skill India programme aims to create 50 crores of skilled persons, most of whom will be in
the rural areas.

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